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Types of negative keywords For search campaigns, you can use broad match, phrase match or exact match negative keywords However, these negative match types work differently from their positive counterparts The main difference is that you'll need to add synonyms, singular or plural versions, misspellings and other close variations if you want Keyword match type is an essential aspect of Google AdWords since it tells Google how broad or restricted you want to be with your targeted audience when running payperclick ad campaigns Google has four different keyword match types that impact these advertising campaigns in different ways Here's a brief overview of each of the four types of keywordKeyword Match Types Broad match Ads may show on searches that are related to your keyword, which can include searches that don't contain the keyword terms This helps you attract more visitors to Google Adwords Optimization How To Organize Your Ad Groups Keyword match types in google adwords ...